In a new advertising push beginning this week, CiCi's Pizza will use national media to highlight its "Fresh, Hot Buffet Guarantee," reminding guests they can request their favorite pizza if they don't see it on the buffet. A CiCi's team member will make it and bring it directly to the guest's table. The campaign focuses on CiCi's commitment to serve piping hot pizza, crisp salads, tender pasta, and oven-baked desserts.
"For 25 years, we've promised guests a fresh, hot pizza buffet, but this is the first time we've put a national ad behind it," says Kyle Smith, vice president of Brand Excellence at CiCi's Pizza. "There are no freezers in a CiCi's kitchen. Our restaurants get regular shipments of fresh produce, cheese, and toppings, and we make our dough and sauce by hand throughout the day."
The campaign is the result of a 2009 consumer study that indicated CiCi's had an opportunity to communicate its dedication to freshness and quality ingredients.
"We discovered that many of our guests were unaware that if they didn't see their favorite pizza hot and fresh on the buffet, they could ask a manager and have it promptly made," Smith says. "We know choice is an incredibly valuable contributor to the CiCi's experience."